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The $25M Hidden Market - the Power of Market Research |
A review of the exhibit floor at a key tradeshow revealed only one potential competitor...
A client was interested in launching a high-end camera into a market not known for using that level of technology. Early phone consults suggested other alternatives, but the client was interested in pursuing this direction further. A review of the exhibit floor at a key tradeshow revealed only one potential competitor, who was exhibiting reluctantly. In conversations with their sales person and a major dealer, both warned that this niche was not a good potential fit. However, always interested in the voice of the end-user, MME placed a question on the survey delivered on the show floor. The answer to that question, coupled intelligently with other data from the same survey, revealed a $25M worldwide market for these higher-end imaging systems.
ROI: Investment was recouped with the first 2 camera sales.
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